If your customers ask whether your product integrates with HubSpot, the answer that holds up in a sales cycle is your own HubSpot app, installed by each customer through OAuth and usually listed on the HubSpot Marketplace. Middleware such as Zapier or an embedded iPaaS gets you a connection sooner, but the customer, or a vendor between you and HubSpot, carries part of the setup and the bill. Custom code against HubSpot's APIs is how either the app or the one-off gets built. HubSpot-built integrations only matter to you when HubSpot already connects to the system you would be replacing.
This guide is written for the SaaS company on the vendor side of that question. It compares the four types by who owns the code, which rate limit applies, how many customers can install before HubSpot reviews it, and who moves it to HubSpot's new app architecture before the September 2027 cutoff. Appnigma is the author's company. It builds native HubSpot and Salesforce apps with listing preparation and review support, described on its page as "Your product, inside Salesforce or HubSpot." If you run HubSpot inside your own company and want to connect it to another tool, the list of HubSpot-built integrations below is the part for you.
Updated October 2026. Checked against HubSpot's developer docs, Knowledge Base, Marketplace listings and developer changelog on October 23, 2026. This update removes cost ranges and a customer scenario we could not source. It corrects the Private App token advice, since HubSpot stopped new legacy private apps on October 26, 2026. It adds Data Sync, the install caps before listing, the per-account rate limits and the 2027 end of support for legacy apps.
Native, Marketplace, custom and middleware side by side
HubSpot does not publish a definition of "native integration." Its own label is the "Built by" field on each Marketplace listing, and the Knowledge Base tells users to "view the app's creator in the Built by field." So the four types below are the market's vocabulary, mapped to the HubSpot rules that apply to each one.
| Type | Who builds and maintains it | How a customer connects | Rate limit that applies | Listed on the Marketplace |
|---|---|---|---|---|
| HubSpot-built | HubSpot | Installs it from the Marketplace or settings | HubSpot's concern, not yours | Yes, "Built by" HubSpot |
| Your Marketplace app | Your team or a firm you hire | OAuth install of your app | 110 requests per 10 seconds per installed account | Yes, after review |
| Custom, single account | Whoever wrote it | A token or app created inside that one account | The account's shared private app limits | No |
| Middleware or iPaaS | The platform plus whoever configures the flow | Installs the platform's own app, then builds a flow | The platform's app limits in that account | The platform's app is, your flow is not |
The rate limit column is where the types stop being interchangeable. HubSpot's usage guidelines say each account that installs a Marketplace app "is limited to 110 requests every 10 seconds," and that budget belongs to your app alone. Privately distributed apps and legacy private apps get 100 requests per 10 seconds on Free and Starter, with a daily cap of 250,000 requests that "is shared across all apps within the same HubSpot account." A token-based connection therefore competes with every other private integration the customer runs.
Which integrations HubSpot builds itself
HubSpot builds a small set of integrations for widely used tools, and their listings show HubSpot in the "Built by" field. On October 23, 2026, the Zoom listing showed 91K installs, Slack 80K and Salesforce 19K. The Gmail card on the Marketplace read "By HubSpot" with 531K installs. Inbox connection for Gmail and Outlook is also a core feature on all products and plans, and Microsoft Teams is available on all plans too. So is HubSpot's NetSuite connection, which syncs "CRM records, sales orders, and financial data between both platforms."
"Built by HubSpot" does not mean free on every plan. The Salesforce integration needs a Professional or Enterprise HubSpot subscription. On the Salesforce side it needs "a Salesforce edition with API access, or Salesforce Professional." Each listing also shows what the connecting product requires, such as a paid Salesforce edition or a Zoom plan, and those subscriptions are billed by that vendor.
Many HubSpot-built connectors run on Data Sync, which lets customers "configure a one-way or two-way sync to automatically update records across both systems." Data Sync is on all plans with default field mappings. Custom property mappings need a Data Hub subscription, which the Data Hub pricing page starts at the Starter tier. For apps without webhooks, HubSpot "checks if there are changes every five minutes."
If HubSpot already syncs the system your product competes with, a HubSpot-built sync becomes your baseline. Your app has to win on the records, actions and screens a generic sync doesn't cover, not on the fact that it connects.
What changes when your product ships its own HubSpot app
A Marketplace app is an app your company registers on HubSpot's developer platform, that customers install with OAuth, and that HubSpot reviews before listing. HubSpot's own pages count "more than 2,000 apps" on the Marketplace (HubSpot CRM), and every one of them follows the same install path.
The install caps decide how far you can sell before HubSpot reviews anything. Per Manage apps in HubSpot, a Marketplace OAuth app "can be installed in up to 25 accounts" before listing. A privately distributed app is capped at "up to 10 allowlisted accounts." To list, the listing requirements ask for OAuth as the "sole authorization method" and "at least three active, unique installs" from production accounts unaffiliated with you. HubSpot completes "an initial review within 10 business days."
Read together, those numbers set a sales plan. You can close up to 25 design-partner customers on an unlisted app, but only three unaffiliated, active installs are needed to apply. Certification comes much later. You can apply only after the app "has been listed for at least 6 months and has at least 60 active installs" (certification steps), and certification is "valid on a rolling basis for two years." The HubSpot app certification guide covers that review in detail.
An app also lets you do things a sync can't. With app cards built on UI extensions, your product shows up on the HubSpot record page itself, which is what sales teams mean when they ask for the product "inside HubSpot." The step-by-step app build guide walks through projects, OAuth and the listing.
When a custom single-account integration is the right call
A custom integration here means code written for one HubSpot account, such as your company's own CRM or one enterprise customer's account. It does not need a listing, but the token it uses has changed. HubSpot's changelog says legacy private app creation "is disabled on October 26, 2026" for accounts created before September 28, 2026, while "existing legacy private apps continue to work as-is."
The replacement is Service Keys, "available via Developer Platform Projects version 2026.09 or later," or a project app with static authentication, which restricts installation to a single account. HubSpot calls Service Keys "the recommended path for lightweight integrations, internal tools, and AI agent integrations."
For a SaaS company this route fits one case well. A large customer wants a mapping that no other customer needs, and their admin is willing to own the credential. Past a handful of customers, the per-account setup, the shared daily cap and the support load point back to an app that every customer installs the same way.
How middleware and embedded iPaaS fit a SaaS product
Middleware connects HubSpot to another system through a platform's own HubSpot app. Zapier is itself a Marketplace listing with its own paid plans. HubSpot's install guide uses it as the example of a listing that needs a subscription in the connecting platform. When your customer builds the Zap, your customer pays for it and maintains it. That is a reasonable answer to an early prospect, but it is a workaround and not your product's integration.
Embedded iPaaS moves the workflow builder into your product, so your team configures the HubSpot connection for each customer. Our comparison of HubSpot integration providers works through the billing units of Merge, Paragon, Prismatic and others at 50 customers, and the HubSpot integration architecture patterns post covers how the sync itself is designed. If you want that connection listed, HubSpot's rules decide the shape. The listing must authorize with "the public HubSpot app ID" tied to it and must not "require another public or private app to function." The Marketplace restrictions also bar "White-label integration infrastructure," meaning apps "designed to be embedded invisibly into another party's product." In practice the listed app has to be yours, under your name, whatever backend runs the sync.
HubSpot's own workflows can play a middleware role too. The custom code action runs JavaScript in a workflow, and the webhook action can "trigger a webhook to an external application." Both are "Data Hub Professional and Enterprise only," so they work for customers on those tiers and not as a general route for your product.
Who has to rework a HubSpot integration before September 2027?
HubSpot's September 15, 2026 changelog ends support for v1 to v3 APIs and for legacy public and private apps. In HubSpot's words, all of them have "a September 2027 enforcement date." Support for v4 ends earlier, on March 30, 2027. After September 2027, an app on unsupported API versions "loses its certification status," and an app on the pre-Projects architecture "is eligible for delisting."
Who does the work depends on who owns the code. HubSpot updates the integrations it built itself. A middleware platform updates its own HubSpot app, while your customers' flows may still need edits. A legacy private app keeps running until the 2027 cutoff, and then whoever owns the token has to rebuild it on Service Keys or a project app. Your own Marketplace app is your job, and HubSpot says "public apps created before June 23, 2026 use HubSpot's pre-Projects app architecture." If your app is older than that, the migration is already on your roadmap. Apps on Projects 2025.2 or older also "need to migrate to the current version (2026.09) by March 2027."
How to choose for your SaaS product
A SaaS company choosing how to connect its product to customers' HubSpot accounts can settle it with three checks, starting with what buyers will ask in the deal. If the security review asks how your product connects to HubSpot, an OAuth app with scopes the admin approves is the easiest answer to defend. If prospects only need data moved occasionally, pointing them to a middleware flow costs you nothing to build, and the customer owns it.
Then count customers. Up to 10 customers can run a privately distributed app, up to 25 can run an unlisted Marketplace app, and anything beyond that needs a listing. A roadmap that expects dozens of HubSpot customers next year points to an app built for the listing from the first commit.
Last, decide who maintains it. Any HubSpot integration that HubSpot didn't build needs an owner when HubSpot retires an API version, as it is doing for v1 to v4 by September 2027. If your engineers are committed to the core product, Appnigma's done-for-you integrations assign a named integration engineer who builds the integration and maintains it afterward. Teams that want to build it themselves can use Appnigma's integration infrastructure, which handles app registration, auth and monitoring for each customer connection.
Mistakes SaaS teams make with HubSpot integration types
- Calling a Zapier flow "our HubSpot integration." Buyers who check the Marketplace find no listing under your name, and the customer pays for the Zapier plan.
- Building on a customer's private app token. Your traffic shares that account's daily cap with every other private app, and new legacy private apps can no longer be created.
- Testing the listing threshold on sandboxes. Only production accounts unaffiliated with your company and active in the past 30 days count toward the three installs.
- Treating "Built by HubSpot" as free. The Salesforce integration needs a Professional or Enterprise HubSpot plan, and custom Data Sync mappings need Data Hub.
- Planning the 2027 migration after renewal season. An app built before June 23, 2026 is on the pre-Projects architecture and can be delisted after the September 2027 cutoff.
Frequently Asked Questions
What is a native HubSpot integration?
HubSpot doesn't define the term. Most people mean an integration whose Marketplace listing shows HubSpot in the "Built by" field, as the Salesforce and Zoom listings do. A SaaS vendor's own OAuth app installed from the Marketplace is often called native too, as opposed to a middleware flow.
Is there a list of HubSpot native integrations?
HubSpot doesn't publish one list. Search the Marketplace and check the "Built by" field on each listing, which showed HubSpot for Salesforce, Slack and Zoom on October 23, 2026.
HubSpot iPaaS vs native integration, which should a SaaS company use?
Use an iPaaS when HubSpot is one of many systems you must support and a sync is enough. Build a native app when buyers expect your product inside HubSpot or listed on the Marketplace, because the listed app must authorize with its own app ID under your name.
Can a middleware-based integration be listed on the HubSpot Marketplace?
Only as your own app. The listing must authorize with its own public app ID and must not need another app to work, and HubSpot bars white-label integration infrastructure from listing.
Can Appnigma build our HubSpot app?
Yes. Appnigma's marketplace apps service delivers a native HubSpot app with listing preparation and review support, and its done-for-you service maintains it afterward. HubSpot controls listing approval and timing.
Related Articles
- How to build a HubSpot app
- HubSpot integration providers and services
- HubSpot app certification requirements
- HubSpot Marketplace complete guide
- HubSpot Salesforce integration guide
About the author
Sunny Chauhan is the co-founder and CEO of Appnigma AI, which builds and maintains customer integrations and native Salesforce and HubSpot apps for B2B SaaS teams. Before Appnigma, he was on Salesforce's AppExchange team, where he worked with more than 300 SaaS partners. He has spent close to a decade on the Salesforce platform, including work at Zennify, and holds Salesforce certifications including Platform Developer II, Platform App Builder, Administrator, Data Cloud Consultant, and AI Associate.
Sources
- Connect apps to HubSpot, HubSpot Knowledge Base
- API usage guidelines and limits, HubSpot Developers
- Connect and use HubSpot Data Sync, HubSpot Knowledge Base
- Install the HubSpot Salesforce integration, HubSpot Knowledge Base
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- App Marketplace listing requirements, HubSpot Developers
- Marketplace restrictions, HubSpot Developers
- Applying for app certification, HubSpot Developers
- Legacy private app creation sunset, HubSpot Developer Changelog
- Legacy APIs and legacy apps, what's going unsupported and when, HubSpot Developer Changelog
- App configuration, HubSpot Developers
- Choose your workflow actions, HubSpot Knowledge Base
- Data Hub and Smart CRM, HubSpot
